Target your audience based on interest data
There are two protocols for targeting on interest data. Firstly; most Data Management Platforms (or: DMP) provide interest preferences of smartphone users. These are collected via cookie protocols (mobile web) or Device-ID protocols (in-app). The collection (or: crawling) of user preferences roughly comes down to publishers that are visited, specific content that is clicked on - and products that are bought. These preferences are stored and can be targeted upon using a good Demand Side Platform. Collecting and storing data can be very interesting in terms of research and analysis. In essence mobile advertising can function as market-, design research.